Segmentation, Positioning, and Targeting

The process of dividing the total market into a number of smaller, more homogeneous sub-markets called market segments

Geographic, Demographic, Psychographic, Benefits, Behavioural

Organises customers into groups based on where they live

Groups consumers according to easily measured, objective characteristics such as age, gender, income and education

Self-values, Self-concept, Lifestyles (Focuses on customers' personalities and interests)

Willingness to Experiment, Self-Efficacy, Digital/Physical Integration, Information Savviness, Device Usage

Divides customers into groups on the basis of how they use the product or service

Groups consumers on the basis of the benefits they derive from products or services

Identifiable, Substantial, Accessible, Durable, Differentiable, Actionable

Undifferentiated/Mass, Differentiated/Multi-segment, Differentiated/Concentrated/Niche, Differentiated/Micro-segment/Individualised

The ability to influence consumer perception regarding a brand or product relative to competitors

Attributes and benefits, Price, Quality, Use and Application, Competitors

When a company changes its existing brand or product status in the marketplace

Monitor, Prepare, Locate

Descriptive options of brand image, ideal sel and symbolism

Competitive frame of reference and points of differentiation